Saxonville Sausage Company

Current Situation

Hired as the new product marketing director

Job Task market strategy to launch a new national Italian sausage brand

Target For the coming year, company could achieve its profit objects

Ann Banks

How to position brand ?

Quantitative research is often limited in its ability to accomplish some research objectives in launching a new product To develop a useful and valid survey a deep understanding of the concepts being measured must first be discovered

Initially use a qualitative approach to develop the understanding of the situation and then back up the findings with a quantitative research study

Good Research Design

Household influences:

o Household purchases and consumption

behavior

o Household structure

o Types of household

o Family decision making

Current behaviors

Triggers to purchase & unmet needs

Consumer’s value

Crucial Areas !

With reference to the target consumer, on this case:

① Understand current behaviors

② Triggers to purchase

③ Unmet needs

We have to weighted the factors above to decide which criteria should use for recruiting respondent or target consumer

Weighting Data

WHY ?To get a clear understanding of product benefits, attributes and ideals, and to develop a solid feel for core values and the role this product plays , or can play, in these people’s lives

Research Methodology

1. FAMILY CONNECTION

2. CLEVER COOKING

RESULTS

“Quick and Easy” would work better into another positioning concept as a “reason-

why”, rather than a stand-alone idea

“Quick and Easy” = NO

Exhibit 6 Exhibit 7 Exhibit 8

The highest potentially successful locations where Saxonville could position Vivio to optimize the core values of their target consumer

The two territories arrived from similar origins but evolved through time and display the core values of the consumers differently

Structured the focus groups to bring out various common feeling and ideals from the woman such as Italian sausage made life easier and wholesome meals bring the family together BUT THEN team are analyzing all aspects of the focus groups and identify key items and as a result 11 values that characterized the woman’s ideals were identified

Use a brand ladder to show how core values lead to the attributes of a product

The team identify the core value held by the woman by noticing that the 11 values they identified from the focus groups were all about the woman wanting to do a good job as a mother and homemaker

Each one of these stemmed from the same roots but took an approach that both gave woman the feeling that they were doing a good job as a mother and homemaker.

2 Finalists Italian Sausage

To [warm family] our [VIVIO] is [provides good food] that [gives your family the warmth and enjoyment]

Positioning Statement

To [creative homemaker] our [VIVIO] is [provides you thousands of recipes] that [encourage you to create your own taste]

P O S I T I O N I N G

..CLEVER COOKING..